Page 147 - Duct Tape Marketing

Duct Tape Marketing

Put It on Business Cards
What if everyone had a supplemental title that addressed market-

ing functions? Think “vice president of operations and customer service
fanatic.”

Employee Manual
Make your marketing core message and story a chapter in the em-

ployee manual. Put your marketing materials in your employee manual.

Quarterly All-Staff
Hold quarterly all-staff meetings, and allow your marketing

roundtable members to share current marketing initiatives and results.
Ask one member of your staff to deliver a presentation on one element
of your marketing kit. This will take some pushing on your part, but
people learn best by teaching. Keep at it!

Talking Logo Practice
I find that each staff member will connect to the idea of a talking

logo in different ways. For some, using the company version will be
uncomfortable because it may not feel authentic, depending upon the
person’s job. A printing press operator may not be able to deliver the
exact same talking logo as the sales manager. It’s vital that each mem-
ber of your team have a talking logo that feels right to him or her and
allows that individual to tap into the marketing message.

Break your team up and facilitate some sessions that will help
them create a “company approved” talking logo, and then help them
practice using it.

Picture this: Your head of operations is at a cocktail party, and
someone asks him what he does for a living, and instead of “I’m the
head of operations for a small electrical contractor,” he utters these
words: “I make home builders look brilliant.”

Or what if a field technician was confronted with a problem and

128